Mission Impossible Comes to Life in Sydney's Secret Night Run Activation

In a covert stunt to mark the release of 'Mission: Impossible – The Final Reckoning', Hello turned Sydney Harbour into a live-action movie set, immersing over 300 runners in a cinematic experience that blurred the lines between fiction and reality.

With zero paid media and no public advertising, Hello seeded cryptic clues in digital forums and infiltrated run clubs across Sydney in the weeks leading up to the activation. Those who cracked the code and made it to the start line were rewarded with a secret night run experience through tunnels, laneways, and harbourside paths, complete with unexpected projections of Ethan Hunt, pulse-pounding soundscapes, and immersive theatrics.

The 'Mission: Impossible Night Run' was strategically engineered for virality, designed as an earned-led, social-first experience with the goal of generating organic influencer buzz, mainstream media coverage, and cinematic-grade footage to power campaign assets. It’s already being hailed as a masterclass in earned media execution.

“This wasn’t a race. It was a mission. A mission made possible by the brilliant creative, event, social, talent and publicity team at Hello, and of course, our amazing clients at Paramount Pictures. Thank you for continuing to back non-traditional bravery,” said Sam Kelly, managing partner at Hello.

“With thousands of social shares, influencer coverage, and appearances across major TV networks this is already proving how a world-class earned idea, made for a few, can reach millions.”

'Mission: Impossible – The Final Reckoning' hits cinemas and IMAX on Saturday May 17th.